Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Food for thought - Food e-commerce

98 views

Published on

With the advent of Amazon Fresh the food industry needs to innovate even more than before to take advantage of the e-commerce opportunity. My presentation looks at consumer trends, issues and opportunities for food brands.

Published in: Food
  • Be the first to comment

  • Be the first to like this

Food for thought - Food e-commerce

  1. 1. www.montagecomms.com Montage crafts compelling brand stories that encourage your consumers to Find, Love & Buy! A FRESH APPROACH TO FOOD E-COMMERCE
  2. 2. ENCOURAGE YOUR CUSTOMERS TO FIND, LOVE & BUY WE CRAFT COMPELLING BRAND STORIES TO…
  3. 3. E-COMMERCE www.montagecomms.com EXPERIENCE-COMMERCE
  4. 4. DOES THIS SOUND FAMILIAR?
  5. 5. E-COMMERCE
  6. 6. GOOGLE EXPRESS
  7. 7. CURBSIDE
  8. 8. www.montagecomms.com THE OPPORTUNITY
  9. 9. CUSTOMER JOURNEY SEAMLESS CUSTOMER JOURNEY
  10. 10. www.montagecomms.com SHOW- ROOMING
  11. 11. www.montagecomms.com WEB- ROOMING
  12. 12. www.montagecomms.com MOBILE SHOPPING STILL NOT GOOD ENOUGH..
  13. 13. www.montagecomms.com
  14. 14. www.montagecomms.com A COMMON PROBLEM…
  15. 15. www.montagecomms.com CLICK & COLLECT JOHN LEWIS - CLICK & COLLECT
  16. 16. www.montagecomms.com DELIVERY STRATEGY “Order in the next 5 hours and receive it Wednesday, 13th January.”
  17. 17. www.montagecomms.com DELIVERY STRATEGY • When is convenient for the customer not the logistics firm? • Packing delicates • Keeping fresh & storage times • Be clear & offer fixed time slots • Consider adding click & collect / or various delivery options • Can you offer ‘free’ delivery by building basket size or offering subscription? • Opportunity for economies of scale?
  18. 18. www.montagecomms.com
  19. 19. STORY
  20. 20. TOSQ
  21. 21. GOUSTO
  22. 22. HUBBUB
  23. 23. FIND
  24. 24. IMPORTANCE OF SEARCH • Categories show what you stock and important for search • Siloing of content • Conversion rates through site search can be up to 50% vs average • Analyse search for missed opportunities • Ensure unusual onsite search terms are tagged for products
  25. 25. www.montagecomms.com
  26. 26. CONTENT THAT CONVERTS • Clear navigation with USPs at the top with images - technical details below • Think benefits not ‘features’ • Story for the consumer as to why they should buy • Average time to read a page = 20 s • Images that show benefits and USP + 16% (on Amazon)
  27. 27. CONTENT IS KING!
  28. 28. VIDEO THAT CONVERTS AND ENTERTAINS
  29. 29. www.montagecomms.com LOVE
  30. 30. www.montagecomms.com ONLINE REPUTATION
  31. 31. www.montagecomms.com BUY
  32. 32. www.montagecomms.com ZERO MOMENT OF TRUTH
  33. 33. www.montagecomms.com “MOBILE SHOPPERS WHO VIEW REVIEWS, SHOW 133% HIGHER CONVERSION”
  34. 34. www.montagecomms.com • Delivery, Contact, Pay • Speed of payment is key • As few steps as possible • Progress bar • Quick and painless • Consider abandoned cart marketing • Trust of payment ‘FRICTIONLESS’ SALES
  35. 35. MEASURING SUCCESS • Reach via social media / Increase in search volumes / advertising • Bounce rate • Time on page • Conversion rate • Drop out rate • Measuring CPA - Cost per acquisition • Review - Refine - Repeat
  36. 36. www.montagecomms.com SUMMARY
  37. 37. UNIQUE STORY
  38. 38. REALTIME CUSTOMER SERVICE
  39. 39. REALTIME CUSTOMER SERVICECONTENT THAT SELLS
  40. 40. CUSTOMER JOURNEY SEAMLESS CUSTOMER JOURNEY
  41. 41. www.montagecomms.com QUESTIONS? @MRMATTANDERSON

×